Distribution Toolkit
Step 4 of 5: Get everything you need to send your press release
How to Distribute Your Press Release
Option 1: Email Distribution (Free)
- Personalise the email template below for each journalist
- Copy your press release into the email body (not as attachment)
- Send from your company email address
- Follow up after 5-7 days if no response
Option 2: JournoLink (Recommended)
- Visit JournoLink.com
- Create an account (£59-£119/month)
- Upload your press release
- Select journalists by sector and region
- JournoLink handles distribution and tracks opens
Option 3: Pressat
- Visit Pressat.co.uk
- Create account and upload your release
- Select UK national and regional journalists
- Pay per release (around £110)
- Includes PA Media Wire access
Option 4: PR Newswire (Premium)
- Visit PR Newswire UK
- Create account and upload release
- Select global distribution or specific regions
- Premium pricing (£800+) but maximum reach
- Best for major announcements or international news
Email Template
Copy this template and personalise it for each journalist. Replace [JOURNALIST NAME], [PUBLICATION], and [PERSONALISATION] with specific details.
Subject: [HEADLINE] - Exclusive for [PUBLICATION]
Dear [JOURNALIST NAME],
I thought you might be interested in this story, given your recent coverage of [REFERENCE THEIR RECENT ARTICLE].
[YOUR COMPANY] has just [CORE ANNOUNCEMENT]. This is significant because [WHY IT MATTERS TO THEIR READERS].
[INSERT PRESS RELEASE HERE]
I'd be happy to arrange an interview with [EXECUTIVE NAME] or provide additional information. Are you available for a brief call this week?
Best regards,
[YOUR NAME]
[YOUR TITLE]
[COMPANY NAME]
[EMAIL]
[PHONE]
Follow-up Email (5-7 Days Later)
If you don't hear back, send a polite follow-up.
Subject: Re: [HEADLINE] - Quick follow-up
Hi [JOURNALIST NAME],
Just checking in on the story I sent last week about [YOUR COMPANY]'s [ANNOUNCEMENT]. I know you're busy, but I thought it might be of interest given your beat.
Happy to provide any additional information or arrange an interview if helpful.
Best regards,
[YOUR NAME]
Pre-Send Checklist
- Press release is under 400 words
- Headline is newsworthy and specific
- All contact details are accurate and current
- No typos or grammatical errors
- UK English throughout (organisation, colour, etc.)
- Journalist names and publications are correct
- Email is personalised (not mass template)
- You've read their recent work before sending
- Embargo dates are clear (if applicable)
- You have a plan to follow up
What Happens Next
After you send your press release, here is what to expect:
- Most journalists will not respond (this is normal)
- Some may ask for additional information or an interview
- Coverage typically appears within 1-2 weeks of sending
- Track mentions using Google Alerts or a PR monitoring service
- Share any coverage on your website and social media
- Keep a record of all coverage for future PR efforts
You're Ready to Send!
Your press release is complete and you have everything you need to distribute it to journalists. Remember: personalisation and targeting matter more than volume. Five carefully selected journalists will outperform 100 generic emails.
Want Done-for-You?
If you'd prefer us to write, quality-check, and distribute your press release, our premium service includes everything above plus three targeted journalist contacts and a personalised pitch strategy.
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